The Impact of Social Media Advertising on Customer Purchase Intention

Abstract

This study aimed to investigate the impact of social media advertising on customer purchase intention, using the case study of the Algerian brand “Touché.” A sample of 125 respondents was selected among consumers who were exposed to the brand’s advertisements on social media platforms, using a non-probability sampling technique. The study adopted a descriptive-analytical approach, and a structured questionnaire was used as the main data collection tool, designed based on a five-point Likert scale. The independent variables included the dimensions of social media advertising (credibility, informativeness, and interactivity), and trust measured through (brand trust, transparency & integrity, and long-term trust & reputation). The dependent variable was purchase intention, measured through (purchase likelihood, behavioral intention, and preference & loyalty). Data were analyzed using SPSS (version 26), employing several statistical methods, mainly multiple linear regression, along with reliability and validity tests. The findings revealed a statistically significant positive effect of social media advertising on purchase intention. In addition, trust was found to play a significant mediating role, strengthening the relationship between advertising and purchase intention. The study recommends enhancing the credibility and quality of social media advertising content and focusing on building consumer trust, in order to improve purchase intention and increase the effectiveness of digital marketing strategies.